| With the development of the commodity economy, advertisement plays an important role in our social life. Product and brand image in the advertisement are most known by audience. However, the screen is flooded with liquor advertising and the homogeneity phenomenon is comparatively serious. Currently, the liquor industry sales have gradually declined, and problems in the image building still exist in many domestic liquor brands. Many enterprises have not completely realize that the connotation of the liquor’s brand image is important and don’t know how to build their own enterprise liquor brand image in the eyes of the consumer status. It is inadvisable to promote its brand image just with attention to product packaging and ad delivery, lack of systematic understanding for liquor brand image overall.This article is based on the background above, Six Golden Flowers in Sichuan, including Yibin Wuliangye, Luzhou, Mianzhu Jiannanchun, shehong Tuopai, Chengdu Quanxing, Gulin Langjiu, as well-known brands of liquor in recent years is studied, television Advertising samples of which are selected for analysis from the constituent elements of performance and auditory performance of the screen and so on. Content analysis and document analysis is the two main research method with the use of brand science, advertising methods, and quantitative marketing research on television advertising works. By the viewpoint of semiotics explain the symbol significance of visual dimension; Pointed out that "six golden flowers" as the backbone of liquor-making industry in Sichuan province, as well as the domestic liquor enterprise how to shape the brand image, to meet consumer demand, to realize their transformation and rapid development.In the first part, by analyzing the origin of Chinese liquor and liquor culture in the important position in Chinese mind, the necessity of image was studied for the liquor Then briefly describes the general situation of liquor-making industry in China in recent years, and the Sichuan liquor brand development status, as this article research background. Then after specific summarized research status at home and abroad, expounds the research object of this article, research ideas, research methods, technical route and innovationThe second part of this study is related to the concepts. The concept of brand image and brand, described and compared, on the basis of which, the connotation of liquor brand image, elements and their characteristics are summarized.The third part, summarized the samples collected by film and television advertising, selected through the comparative analysis with time span of advertising, on the basis of sorting out the Sichuan wine content elements in film and television advertisement picture, and then lay a foundation for further researchThe forth part, using the content analysis, coding the content of the advertisement picture element, analyzing the content of film and television advertisement picture, deeply analyze how to use the different visual symbol in the brand position, analysis out whether the picture of the product image, corporate image and cultural image can convey the ideal recognition cognitive and feelings to the audiences or not, so as to achieve the purpose of shaping the brand.The fifth part, on the basis of the analysis results of sichuan liquor and summarized the problems existing in the film and television advertising, also points out the shortages of this paper, and provides some reference for the related subjects of research in the future and direction. |
